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The core bank upon which UniCredit Group was built began in 1870, when Banca di Genova - later renamed Credito Italiano - was founded.
However, some of the banks that subsequently joined our Group trace their origins much further back in time, such as Rolo Banca, which was founded in 1473.
The Group acquires a controlling interest in the Croatian Splitska Banka and a controlling interest in the Slovak Pol'nobanka (later named Unibanka), then agrees to acquire a controlling interest in Bulgaria's leading bank, Bulbank, making UniCredito Italiano the third-largest western banking group in Central and Eastern Europe
The Group acquires Boston-based Pioneer Group, Inc., further bolstering its asset management operations in Milan and Dublin and creating the Pioneer Global Asset Management S.p.A. group of companies
UniCredit, then Italy's largest bank, merges with HVB Group, Germany's second-largest bank, to create the fourth-biggest bank in continental Europe, with a full takeover of HVB affiliates Bank Austria and the Polish Bank BPH.
Growth continues in Eastern Europe with agreement that allows Koç Financial Services (a 50/50 JV between UniCredit and Koç Group) to acquire a 57.4 percent stake in the Turkish bank Yapi ve Kredi Bankasi A.S
Our ADV campaigns history
Text to introduce campaigns story
Real-Life Banking campaign
Slices of life. That's what our Real-life Banking campaign is about.
Its aim is to show relevance to people's lives by turning customer insights into emotional stories, illustrated by authentic photography and real-speech, warm copywriting, inviting people to come speak to us about their needs and wants.
Here are some examples related to different products all over Europe.
The flexibility of this format allows us to communicate in an emotional way that UniCredit knows your needs and provides you not only with banking products but with tangible 360° life solutions.
Ups and Downs Campaign
This campaign launched our Real-Life Banking concept, with a specific focus on small and medium-sized enterprises that wish to grow and expand, especially abroad.
Main messageIf life is made of ups and downs and is full of surprises, you need a reliable partner who is able to understand your challenges and opportunities so that they can provide you with tangible solutions based on your day-to-day needs.
Some words from the advertising creator
Below we bring you a short interview with Sir John Hegarty, one of the founding partners of the UniCredit newly appointed advertising agency Bartle Bogle Hegarty. Sir John is the creative lead on all aspects of the UniCredit business. During his career, John has been responsible for Levi's best know commercials and is credited with being the man behind Vorsprung Durch Technik for Audi. As well as being Worldwide Creative Director, John is the leading creative force behind the new campaign, and so who better to talk to you about it. He's a busy man, but we've managed to steal five minutes from him, on set, as he films our latest TV commercial.
John, what is your creative ambition for UniCredit?
To differentiate UniCredit from all other financial institutions. Creating a campaign that is admired by both customers and staff.
What were your considerations in the development of the campaign?
We've constantly reminded everyone in the marketing and management teams that over the last 5 years, financial institutions had spent over a billion Euros on advertising and still no one could tell the difference between one bank and another. We were driven by the need therefore to say something relevant and motivating.
Could you briefly describe how you got to the final idea of 'Life is full of ups and downs. We're there for both'?
It came out of your thinking. 'Real Life Banking'. We all thought this had the potential to be a very powerful message. Our job was to bring that positioning alive, in a memorable way.
How do you think the campaign you've developed for UniCredit will address the problems we face?
Great communication always touches a human truth. Ours is a very simple one. Life isn't always a bed of Roses. We all hit bumps in the road. So whatever happens, we'll be there to offer help and advice.
That's a very simple but powerful message. A partner for life.
How different do you think the campaign idea you developed for UniCredit is to other banks? Why?
Nearly all bank advertising is full of clichés. I think UniCredit's differentiates because it admits to a truth. And just like a person, an institution that tells the truth is respected. Our job is to tell that truth in a way that captures the publics imagination.
Bartle Bogle Hegarty (or BBH) is a full service advertising agency with an exceptional record of producing highly effective creatively-driven communication that builds brands. BBH have produced some of the most famous advertising campaigns in Europe. In 1982, they created Vorsprung Durch Technik; now a component of every single Audi made.
Their work for Johnnie Walker in developing the global brand idea 'Keep Walking' helped deliver over $2.2 billion incremental growth. In 1996, they launched 'The Lynx Effect' and helped grow the business 20% in value year on year for the past eight years. BBH has won 14 Agency of the Year titles since 2000 and is the only ad agency to win Campaign magazine's Agency of the Year three years in a row. Other Clients include Axe Deodorant, Baileys, Barclaycard, British Airways, Google, Heineken, Myspace, Vigorsol, Vivident, and Vodafone UK.
This campaign demonstrated that UniCredit encourages its customers to have a positive approach to the future, dispelling the uncertainties of everyday life through our partnership together.
There is a word that embodies all the doubts and uncertainties: MAYBE. UniCredit has taken a stand against it, erasing the word MAYBE from all its activities. The ad starts from the customer's point of view through a number of statements, some of which are more amusing, while others are more serious. What they all have in common is that there is no MAYBE.
We are committed to fostering the talent of tomorrow. UniCredit takes a practical approach to its unique mission: Being a leader in the education and support of artists in all of the countries where it is present, helping them build their future.
New announcement campaign
This campaign introduced UniCredit Group as one Europe's largest banking networks and the most reliable partner in Central and Eastern Europe.
As a practical and straightforward bank, we guide the path to essential services, such as a taxi or a train, whether at arrivals or at departures, or at the coffee shop, UniCredit shows the best way and place to operate.
This campaign communicated the new UniCredit philosophy, expressed through a new way of banking and a new way of communicating the bank's message.
All banks have always asked people to believe in them. Today, there is a bank that believes in the potential and ideas of customers. A bank that knows how to listen, understand and meet your needs, expectations and aspirations in a tangible way.
Our website history
A history of success
Our marketplace has gone digital, and so have we. This website represents just one of the many technological upgrades that we are making to our Group and the way it operates.
People increasingly look for new technologies to simplify their lives and save them time. That is why we are working to provide them an innovative banking experience, across multiple digital touchpoints. The actual UniCredit corporate website is designed to meet our stakeholders' changing needs.
We have set up unicreditgroup.eu for anyone seeking information about our Group, from customers to shareholders and analysts to job seekers. In just a few clicks, you can quickly find what you need.
This site's modern, flat design can be easily accessed from any device. Our social media plug-ins enable you to stay current with our latest news and initiatives, while our popular sponsorship of the UEFA Champions League and Europa League now has its own section to help you keep up on the action. Throughout the site, we now tell stories about projects at UniCredit that demonstrate our mission and our values. The goal is to provide you a more comprehensive introduction to our way of banking.
Thanks to feedback from customers and colleagues we use to update and improve the website.